Tuesday, November 18, 2008

The Shaky Foundations Of Neuromarketing.

That is the problem with all neuroscience. We don't really know what we are seeing when we watch the brain work. Is it the thing itself - the thought, the flash of insight - or just an aspect of it, the bark rather than the dog.

Fair point Angus - it's very often predicated would have been more accurate. But if we're working from scan technology, we have long way to go before we can be prescriptive. Will you give me examples that say otherwise?

John, I have an example that I've been itching to talk to media companies about. I want to talk about billing digital media based on some analyses of how the brain works in different media. I think this makes more sense than the alternatives. Will share with you once I've pitched the media companies. They don't get it yet.

I just think neuromarketing is fashionable to slag off. Yes it's pants but if I can think of ways to use new (albeit glimmers of) information than I don't need neuroscience to tell me what does and doesn't work. What works works right?